Instagram Launches ‘Blend’ Feature to Reinvent Social Reels Sharing
Instagram has introduced a new feature called Blend, aimed at reshaping how users engage with Reels by offering a shared, personalized content stream within direct messages or group chats.
Rather than the traditional method of sending Reels back and forth individually, Blend allows friends to access a joint feed of recommended Reels curated from their collective viewing habits. The feed updates continuously, evolving in real-time as users watch, like, or share new videos.
To start a Blend, users simply tap the dedicated icon in a DM chat. Once the invitation is accepted, Instagram generates a shared Reel feed tailored to the group’s combined interests. Each Reel comes with a note indicating which friend it was recommended for, adding a personal touch to the group experience.
Meta says the feature is designed to encourage more natural, interactive connections by blending two core user behaviors: watching Reels and chatting via DMs. When someone reacts to or comments on a Reel, a notification appears in the chat, potentially sparking conversation around shared content.
While some users may prefer the intentional nature of directly sharing videos one-on-one, Blend offers a more seamless and passive way to stay connected through content discovery.
Instagram hopes this new approach will lead to deeper engagement and more meaningful social interactions as Reels continue to dominate user activity on the platform.
